301 Redirect: Definition, Benefits, When, & How to Use It

What Is Redirect 301?

A 301 redirect is a permanent redirect system from one URL to another. It is used when a URL has permanently moved to a new location. The purpose of this system is to direct users and search engines to the new URL, ensuring that they can access the correct web page, even if they are using the old link.

A redirect system is used to signals to search engines that the old URL has been replaced by a new one. This system is crucial for maintaining the web page's ranking in search results, as search engines transfer SEO value (such as page authority and link equity) from the old URL to the new URL.

There are two main types of redirects:

1. 301 Redirect: A permanent redirection, meaning the change is not reversible, and users will be consistently redirected to the new URL.
2. 302 Redirect: A temporary redirection, meaning that users and search engines are informed that the URL might return to the original.

While 301 redirects are used for permanent changes, such as domain changes or website restructuring, 302 redirects are generally used for temporary moves, like testing a new page design.

Benefits of 301 Redirect

Here are some of the advantages that can be gained from the use of redirect system:

• Maintains website rankings.
• Effectively redirects traffic.
• Prevent duplicate content.
• Enhances user experience (UX).
• Optimizes URL structure.
• Support content updates.
• Simplifies site management.

How Redirects 301 Relate to SEO

The use of a redirect system is closely related to SEO practices. When a website changes its URL, a redirect 301 is necessary to ensure that the site does not lose its search engine rankings.

The redirection 301 allows you to transfer all of the SEO optimizations associated with the old URL, including visibility, traffic, internal and external links, and also avoids problems with duplicate content.

In addition, implementing a backlink 301 redirect can preserve all the backlinks associated with the old URL, thus maintaining and increasing the authority of the new web page.

With this redirect system, you can maintain your website's SEO performance even when URLs change, ensuring that SEO value and link equity are successfully transferred to the new destination URL.

When to Use Redirect 301?

So, when is the right time or situation to use this redirect system? Here's a detailed explanation:

1. URL Change

If you are moving content from one URL to another, such as a change of slug or category on a blog, you should implement a redirect 301.

This redirect helps to maintain your SEO ranking from the old URL to the new one. It ensures that the authority and SEO value of the previous URL is maintained, and that both users and search engines are directed to the correct content.

2. Deleting Pages

If you want to remove pages that are no longer relevant or have become out of date, you can use the redirect system.

This redirection helps to prevent 404 error pages, which can harm the user experience and negatively impact SEO rankings.

3. Domain Migration

For example, if you want to move your entire site to a new domain, such as changing a subdomain or moving from .net to .com, the redirect system can help you manage the transition effectively.

The redirect ensures that all backlinks, domain authority, and SEO rankings are transferred to the new domain, maintaining your site's online presence and search visibility.

4. Changing Website Structure

A redirect 301 is also used when there are significant changes to the site structure, such as restructuring categories or navigation, that affect multiple URLs at once.

By implementing redirects on all affected URLs, you help search engines understand the changes and maintain your traffic and rankings without disruption.

5. Switching from HTTP to HTTPS

Another scenario is when you want to change the protocol from HTTP to HTTPS. The use of redirects on all pages is essential. The redirect system automatically informs search engines that all old HTTP pages have been permanently moved to the secure HTTPS version, ensuring a smooth transition while maintaining SEO value.

6. Merging Domains

A redirect system can be used to ensure that all traffic, backlinks, and authority from the merged domains are transferred to the main domain when you decide to merge two websites or domains into one.

7. Solving Technical Problems

The redirect system can also be used to resolve certain technical issues, such as:

• Trailing slash: Differences between URLs with a trailing slash (e.g., example.com/page/) and those without (example.com/page) can cause duplicate content issues.
• Duplicate page: If you have the same content on multiple URLs (e.g., www.example.com and example.com), using a redirect to a primary URL helps avoid duplicate content penalties.
• Uppercase vs. lowercase issues: Duplicate content issues can arise from differences in capitalization within URLs. This can be avoided by redirecting to a consistent URL structure.

How to Redirect 301 

After understanding what is 301 redirect, its benefits, and when to use it, here’s how you can set up a redirect on different platforms:

1. Setting Up a 301 Redirect on a PHP-based Website

One method you can use to set up a redirect on a PHP-based website is to add the following script lines to the .htaccess file of the old URL or domain:

You can use the inspect element feature in any browser to check that the redirect is working as expected to ensure that the redirect process is working correctly.

2. Setting Up a 301 Redirect in WordPress

You can use plugins like Redirection or Yoast SEO to implement a redirect in WordPress. Here are the steps to follow when using the Redirection plugin:

1. Install and activate the Redirection plugin.
2. Go to Tools > Redirection in your WordPress dashboard.
3. Enter the old URL in the Source URL field and the new URL in the Target URL field.
4. Finally, click Add Redirect.

The plugin will automatically handle the redirection and update all changes without the need to manually edit the .htaccess file.

3. Setting Up a 301 Redirect on a Windows Server

To set up a redirect on a Windows Server, you can use Internet Information Services (IIS) by following these steps:

1. Open Internet Information Services (IIS) Manager.
2. Select the website you want to configure.
3. Click on HTTP Redirect under the Features View tab.
4. Check Redirect requests to this destination and enter the destination URL.
5. Select Permanent (301) in the Redirect type options.
6. Apply the changes by clicking the Apply button on the right.

4. Setting Up a 301 Redirect in BigCommerce

Last but not least, if you would like to set up a redirect in BigCommerce, you can follow the steps below:

1. Go to the BigCommerce Control Panel.
2. Navigate to Store Setup > Redirects.
3. Click the Create a Redirect button.
4. Enter the old URL and the new URL that will be redirected.
5. Choose the redirect type as 301 - Permanent Redirect.
6. Save the settings by clicking Save.